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THE MARKETING OF BANKING SERVICES IN THE CURRENT COMPETITIVE ENVIRONMENT. A CASE STUDY OF HABIB NIGERIA BANK LTD.
Abstract
In a dynamic and ever changing world, the socio-economic setting distastes a responsive pattern. Money, plays much vital role than it has ever done in recent times. Investment in response to opportunities and the risk involved demand that business return over and above any amount invested. Therefore, products and services invested into must be efficiently and effectively marketed to ensure such profitable return. This also involves the investment in the financial sector/institution of the economy. Marketing in the Banking Industry has therefore taken a sophistication and competitiveness that demand so much in terms of quality services from the Banks. This study looks at the marketing [demand and supply] of such services in the present competitive setting. It therefore studies the various marketing ethics and principles for formulation and adopting suitable competitive strategies. In then addresses such factors as they are applied and. applicable in Habib Nigeria Bank Limited. The essence is to make suggestions and recommendations that will ensure improved customers and prospective customers patronage. Apart from the literature review in chapter two, it has therefore made an analysis of the marketing system of the Bank in chapter four using the methodology in chapter three. Finally, it went into summary of its findings, conclusion and recommendations based on its overall study. At the end of this study, a contribution may have been made in the Banking Services as it involves Habib Nigeria Bank Limited in the current competitive environment.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
THE MARKETING OF BANKING SERVICES IN THE CURRENT COMPETITIVE ENVIRONMENT. A CASE STUDY OF HABIB NIGERIA BANK LTD.
